Consumer Behavior

Most shoppers prefer authentic content when purchasing goods

Adobe Stock.

June 7, 2023

Shoppers are embracing authentic and organic content in the purchase decision and are more likely to buy products from brands that share content from real customers compared to traditional influencers.

Those are findings from an EnTribe survey regarding how the use of user-generated content within marketing equals greater brand engagement, consumer trust and higher revenue than traditional influencers in marketing initiatives.

"This survey is evidence of the continuous shift we've been seeing around consumer preference towards content that is authentic and organic," Adam Dornbusch, CEO of EnTribe, said in a press release on the findings. "Regardless of industry, user-generated content is allowing brands to build online communities with a foundation of trust and inclusion. We expect to see these trends continue in the months and years to come."

Additional findings include:

• 81% said a brand's use of influencers has either no impact or a negative impact on their perception of a brand, with more than half (51%) admitting they scroll right past influencer posts.
• 90% prefer to see brands share content from actual customers.
• 86% are more likely to trust a brand that publishes user-generated content as opposed to influencers.
• 12% would be inclined to purchase a product if promoted by an influencer, while 62% shared they have never purchased a product promoted by an influencer.
• 90% have purchased a product after being influenced by friends or family.